Tom Khan-Lavin, CEO of drinks marketing agency YesMore, considers what consumers (and retailers) actually care about when it comes to conscious consumerism in drinks

In the bustling world of drinks retailing, there’s a constant buzz about what’s next. But scratch the surface and you’ll see that what consumers (and retailers) truly find appealing often boils down to practicalities and genuine integrity, not just lofty ideals. So, from a marketing expert’s point of view, what’s really hot and what’s really not?

WHAT’S HOT

TANGIBLE AND VISIBLE ECO-EFFORTS

Particularly in packaging, efforts that introduce genuine, positive change are really cutting through. People want to see and touch the difference. It’s not just some vague promise; it’s about properly recycled (and recyclable) materials and clear, understandable packaging choices. Our former client Vinca Wine, for example, recently launched a range of aluminium bottles. The feedback from both consumers and retailers has been brilliant – a clear win for portability and chilling. Likewise, our client Angostura is in the process of changing the plastic caps on its rum range.

AUTHENTIC BRAND STORIES AND VALUES BACKED BY ACTION

Consumers are savvy; they can spot a marketing veneer a mile off. Brands that live their values, with real efforts in their supply chain, community involvement or ingredient sourcing, are the ones building loyalty. Take our client Ramsbury Gin & Vodka. Its entire operation runs out of its single estate in Wiltshire. It uses a reed bed filtration system for cleaning wastewater, the heat from the distillery powers the brewery, the bread grain used for the spirits is grown mere metres away, and even waste ethanol is collected for fuelling machinery. It’s a brilliant example of a brand whose sustainability credentials are part of the very fabric, not just a line on a label.

LOCALISM AND SUPPORT FOR UK PRODUCERS

There’s a definite appetite for supporting homegrown businesses, which handily often comes with inherent sustainability benefits like reduced transport miles. Of course, being 100% British in drinks can be tricky. For example, while gin is quintessentially British, commercially grown juniper berries are rarely found in the UK. Similarly, British rums have to import their ingredients or finished rum. The real key is transparency about what can be local and maximising that local footprint where possible.

WHAT’S NOT

‘ECO-BLING’ OVER PRACTICALITY

We’ve all seen that beautifully designed bottle with heavy glass and layers of premium wrapping. It might look the part, but if it adds unnecessary cost, weight or isn’t actually easy for the consumer to deal with, it’s just aesthetics putting on a show. We know deep down this sort of packaging isn’t really needed.

UNJUSTIFIED GREEN PREMIUMS

Sustainable choices are often more expensive, but in the current cost of living squeeze, consumers are less and less willing to pay significantly more for a ‘sustainable’ version of a product if they don’t see a tangible benefit that stacks up for the extra quid. Sustainability can’t just be an excuse for a higher price tag; it needs to offer real value.

PASSING THE BUCK ON SUSTAINABILITY

This is where brands claim to be sustainable, but the actual heavy lifting is left to the consumer. If a product isn’t inherently sustainable from its production and initial packaging, then designing it for ‘reuse’ – like those thick, custom-moulded glass bottles – that relies on consumers doing all the work, often means it just ends up in landfill or recycling anyway. True sustainability needs to be built into the product from the ground up, not just an aspiration dumped on the customer’s doorstep. For retailers, it’s clear: consumers are looking for authenticity, practicality and genuine effort.